What it is

Customer Effort Score

Used to measure the amount of effort a customer has to exert to interact with a company, resolve an issue, or complete a task. The idea is that customers are more loyal to a product or service that is easier to use.

Why CES matters

A low-effort experience
drives high impact

Lower your customer churn

Loyalty that lasts

96% of high-effort customers become disloyal, vs. just 9% of low-effort ones (Gartner).

Your revenue driver

Improving customer experience boosts revenue by up to 7% and profits by 2% (McKinsey & Co).

Value from repeat customers

94% of low-effort customers plan to buy again, and 88% would increase their spending (IBM).

How we do it?

Lower your CES faster, simpler
than ever before

Filum.ai reduces CES through...

24/7 instant, yet thoughtful support

Give fast, smart, and always on-point responses. Immediately.

Automated CES capture

Trigger CES surveys across all touchpoints (app, web, email, etc.) to get feedback at every interaction.

Proactive effort issue prevention

Monitor real-time feedback and triggers automated outreach/issue resolution before effort spikes.

Deep Voice of Customer (VoC) analysis

Analyze feedback by topic and sentiment to quickly spot and fix pain points.

We build the right metrics for stronger CES.

100K+

Conversations supported by Filum.ai

70%

Reduction in feedback handling time

Start a CES survey in 4 steps

Start measuring CES today!

Build the foundation for long-term growth.

Success Stories

Top businesses have already seen transformational results with Filum AI

ZUS Coffee × Filum.ai — 1,000 stores, 3 markets: AI handles 55%+ of conversations

1,000 stores, 3 markets — AI resolves 55%+ of conversations, with the same 30-person team.

55%+

no human handoff — Malaysia & Singapore, first 2 months

~90%

AI present in most conversations, supporting agents to SOP

3 markets

with the same 30-person team — Philippines, Malaysia, Singapore

Vietravel × Filum.ai — 20,000+ traveler voices, heard in full for the first time

20,000+ voices — the first time Vietravel could listen, tour by tour

50%+

more than double the 18–22% before rollout

20,000+

across ZNS, email and QR code in under 6 months

24 hours

sent across channels while the trip is still fresh

Sidotech × Filum.ai — AI Agent Resolves ~90% of AfterSales Conversations, 24/7

AI Agent handles ~90% of AfterSales conversations — around the clock

~90%

AfterSales conversations across Zalo, Facebook, Instagram

24/7

No human coverage required — including 3 AM

>87%

Order guides & device connectivity troubleshooting

Nông Nghiệp ADI × Filum.ai — AI Handles ~95% of Agri-Input Advisory Conversations in the First Month

Two specialized AI Agents that understand 'farmer-speak' — handling ~95% of fanpage conversations after just one month.

~95%

AI Agents took part in fanpage conversations in the first month

>75%

Sales team focused on large orders & hard cases instead of repetitive questions

1 month

From go-live (1 Oct 2025) to ~95% AI-assisted conversations

Marmoris Yachting × Filum.ai — Two Brands, Two AI Agents, ~60% of Conversations Automated in Six Weeks

Two premium brands, five chat channels, one workspace — and a customer care team freed for the work only people can do.

~60%

Handled independently by AI with no human intervention

~87%

AI completed its advisory goal once the knowledge base stabilized

~98%

AI fully resolved process, booking, and policy questions

Vietnam Television — VTV1 (Cất Cánh program)

>30%

1 in 3 QR scans leaves a written response

1,000+

across episodes from Gala 2025 → April 2026

First

real-time VoA on a national-television program

KINGLED × Filum.ai — AI handles 87% of chats, response time 15× faster

How KINGLED deployed AI to handle 87% of inbound chats, cut response time 15×, and capture nearly 500 structured leads in the first 3 months.

87%

Share of inbound messages handled by AI across deployed channels

15×

Average wait time cut from nearly 3 hours down to ~10 minutes

500+

Leads captured with name, phone, product, region — classified by urgency

Én Space cuts conversation handling time by 96% with Filum AI Agent

F&B event-catering case study: Én Space automates 76% of customer-care messages and 70% of lead-capture flow with Filum AI.

96%

Average resolution time per conversation dropped from 7h46m to 15 minutes

76%

Customer-care messages now resolved end-to-end by AI instead of 100% human

70%

From inbound message to qualified lead handover to sales

MOSS elevates multi-channel service standards with Filum.ai

The MOSS accessories chain undergoes digital transformation, applying AI from Filum to elevate customer service standards across 20 branches.

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Orgalife digitizes customer listening and care with Filum.ai

Discover how Orgalife creates meaningful customer experiences and achieves outstanding results in healthcare with the Filum AI solution.

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Gohub accelerates 24/7 customer support with AI Agent

A powerful transformation: Solving cross-timezone customer service challenges and optimizing operations with Filum AI Agent.

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Huy Thanh Jewelry reduces request processing time by 70% with Filum.ai

Discover how Huy Thanh Jewelry gathers over 10,000 feedback responses and enhances the experience for 150,000 orders each month.

70%

Increase in resolution time

10K+

Survey collected across all touchpoints

60s

Time to complete surveys

Learn more

Dien Thoai Gia Kho goes digital with Filum.ai

Gia Kho boosts operational efficiency, optimizes costs, and personalizes service across 5 stores, driving growth and expanding its footprint in the digital age.

Learn more